PROPOSED MARKETING STRATEGY TO INCREASE SALES AND PROFITABILITY OF DEKULTUR COFFEE ROASTERY

• Main Author: Fazza Shauma, Rena
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83339
• Institution: Institut Teknologi Bandung

Dekultur Coffee Roastery, established in Palembang with two outlets, aims to increase its presence and profitability amidst the rapidly growing coffee drinking culture in Indonesia. Despite having a strong brand and high-quality coffee offerings, Dekultur faces challenges such as limited menu diversity, underutilized digital marketing strategies, and inefficiencies in logistics. This research focuses on identifying internal strengths, such as an efficient organizational structure with a clear division of tasks, and a strong reputation among local customers for consistent service and product quality. These strengths support focused and efficient business operations and foster a loyal customer community. However, weaknesses like limited advanced marketing techniques and logistical inefficiencies need to be addressed. Opportunities include capitalizing on the increasing popularity of specialty coffee and sustainable practices. However, threats from competitors with aggressive marketing strategies pose a significant challenge. The research utilized both qualitative and quantitative methods, including interviews with owners and baristas, as well as questionnaires distributed to 112 respondents, to gather comprehensive insights. The findings indicate the need for diverse product offerings, increased customer engagement, and effective digital marketing strategies. In addition, improving inventory management and exploring strategic partnerships can significantly increase Dekultur's market outreach and improve the quality of its products. Recommendations for Dekultur include maintaining high-quality offerings and excellent customer service while addressing its weaknesses to seize opportunities and minimize threats. Strategies such as financial stability through funding diversification, optimizing physical resources, integrating advanced logistics systems, and continuous staff training are suggested. By implementing these strategies, Dekultur Coffee Roastery can improve its services, attract a larger market share, and achieve sustainable growth in the competitive coffee industry.